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Web As The HubIndependent College Advancement Associates - Summer Conference
Eric HodgsonJuly 26, 2007
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Critical Web Principles
• Web sites are built for visitors—plain and simple
• A Web site must serve a purpose.
Critical Web Principles
“The Web is a selfish place. People don't have time.
They scan pages looking for something specific. Most people have absolutely no interest in links such as
"What We Do" and "Who We Are". They only care about what you can do for them.”
Gerry McGovern
Key Takeaway from Today:
Communicate with your audiences when, how, and where they want to be
communicated with
It’s Been Building…
Technology Brings Geography to Zero
Digital Future Report – Key Findings
• Average number of hours online has risen over the past year by one hour to 8.9 hours
• 1/3 of Internet users watch less TV than before being connected
• 63% of internet users are on high-bandwidth connections
• In general, high-speed users are on the Internet longer
• Two thirds of users 17 and older consider the Internet to be a very important or extremely important source of information
• First upswing in reliability in past three years
Source: The Digital Future ReportUSC Annenberg School Center for the Digital FutureNovember 2006
Web Usage
• 63% of adults and 81% of teens (12-17) are Web users
• 44% of adult internet users bank online
• 27% of internet users read blogs
• 27% of internet users download music or video files
• 8% of adult internet users are involved in sports fantasy leagues online
Source: Pew Internet & American Life Project
Alumni Communications
17% of the alumni clubs have a blog, listserv or other Internet communication vehicle to promote interaction and communications among alumni
Source: College Alumni Relations Benchmarks -Primary Research Group
Understand Your Audience
• Who are they?• What attracts their attention?• Where do they think about you?• When do they think about you?
Open Communication
• What they want to know about YOUR institution (and what they will need to know)
• In the way they will understand • On their timetable• In the order they want to receive it• In a medium they are comfortable with
Their Needs, Your Actions
• Their goal is to find information
• Your goal is to move the relationship forward
Elements of a Push-to-Web Strategy
Mission
Planning
BRAND
} WWWWWW
Pubs Ads
MediaDirect
Elements of a Push-to-Web Strategy
• Attention• Importance• Relevance• Distinction• Action
Content Opportunities for Push-to-Web
• On-campus events• Upcoming deadlines• Blogs and journals• Alumni Profiles
Remember…
• Make sure to hit all media• Identify relationships between media• Push action-oriented steps for each contact
point
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